Breakfast bite

GLENVIEW, Ill. — Kraft is reentering the breakfast market with belVita Breakfast biscuits. National rollout of belVita — which Kraft has sold in Europe for the last decade and started selling in the United Kingdom last year — will begin this February to 90,000 U.S. retail locations.

The packaged goods giant will be creating a new category in the U.S. market for the product. BelVita — a loose translation for beautiful life — is more like a cookie than an American biscuit. It is made with whole grains, fiber and vitamins, and when paired with yogurt or fruit, it is part of a balanced breakfast.

Kraft will support the launch with national television advertising and other promotions like in-store sampling. The product will be located in the cookie/cracker aisle near Kraft’s other mega-brands Oreo and Ritz.

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Tostitos touts new ‘spokesbag’

PLANO, Texas — Tostitos is letting its namesake tortilla chips brand speak for itself through a new campaign.

The company’s "spokesbag," which appears in two videos hosted on YouTube and Tostitos.com, made its debut during the Tostitos-sponsored Fiesta Bowl college football game on Monday. The "spokesbag" is a talking Tostitos chip bag, complete with arms and a mouth.

The "spokesbag" campaign launch was in line with the brand’s partnership with Big Brothers Big Sisters. Last month, the brand hosted "Tostitos Fiesta in the Square," a football-themed party held in New York’s Times Square that was designed to benefit the organization.

Frito-Lay, the brand’s parent company, said the campaign will run through 2012 and bring the brand back to its roots as the "life of any party."

“For more than 30 years, the Tostitos brand has been about bringing fans together around the chip and dip bowl, and making any occasion a social celebration,” Frito-Lay VP marketing Justin Lambeth said. “This new campaign takes us back to our party heritage in a fun and unique way that we hope will spark even more social gatherings in 2012.”

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